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Think One .edu Link Will Move the SEO Needle?

Think One .edu Link Will Move the SEO Needle?

https://www.flickr.com/photos/frnetz/26024570852/

I often tell clients that they’ll only benefit from a pile of good, relevant links – not necessarily from any single backlink.  Growing your rankings, traffic, and business isn’t quite as simple as getting that one unicorn link.

Some business owners don’t like to hear that.  “Well, my competitor who’s outranking me only has 1 good link,” or, “Are you telling me we busted our hump to get a ‘great link’ that won’t clearly help us?”

It’s complicated.  On the one hand, without at least some good links you won’t be competitive, and Google surely values some more than others (80/20 rule).  On the other hand, you can’t say exactly how much Google values a specific link, or if and when it starts “paying off.”  That’s why people who use a single strategy – like “scholarship link-building” – as their only way to earn good links are in for a disappointment, in my experience.

As I often do, I decided it was time for a little experiment.

My site has tons of authoritative links, but until recently it didn’t have one from a .edu domain.  I think that’s because my audience consists mainly of business owners and other SEOs and marketers.  Not as many professors.

In a roundabout way, I found that a school affiliated with my alma mater wanted donations for a robotics competition between the kids.

The Boston University Academy sure had an inviting “Sponsors” page on BU.edu, with a “follow” image link for each sponsor.

BU Academy isn’t the one shaking me down for money every month, and I thought their robotics competition sounded like a good cause, so I was glad to donate a few bucks – and in the name of SEO (pseudo)science, no less.

I reached out to the coordinator, mailed in my check, and a few days later got my logo/link down near the bottom of the page, where all the cool businesses hang out.

What happened then?

Did my traffic “EXPLODE!” or “SKYROCKET!!” (a la Warrior Forum infoproduct)?

Not that I noticed.  Traffic stayed pretty much stayed the same after getting that nice .edu link.

Now, as with most experiments, there may have been some “noise” in this one.  To wit:

1.  Local Visibility System already had a heavy-duty link profile, and got even more good ones after the .edu. I suppose it’s possible there would have been a more-noticeable effect if I hadn’t had many or any good links before the .edu, or didn’t continue to get them afterwards.

2.  Of course, there is other dust flying. For instance, the highest peaks in my traffic come when I do a blog post that I announce to the people on my email list.  Of course, it often is the case that a business has other marketing activities going on.

3.  I’m not a “local” business. Boston University is relevant to Boston, and I live near Boston, but most of my traffic comes from all over the place.  Perhaps ironically, I don’t give a hoot about my local rankings.  Maybe my local rankings benefited from the geographically-relevant .edu link, but the point is my numbers in Analytics don’t show a clear before-and-after.

4.  There was no anchor text. I got an image link (i.e. my logo was hyperlinked).

5.  The link went up only 3 months ago. Maybe it takes longer to notice a “pop,” but I’d have no way of attributing that to that one link, with everything else I’ve got swirling around.

I’m sure this isn’t the last word on “the potential payoff of one backlink,” of course.  Other people may have data that contradicts mine.  Maybe you have data that contradicts mine.  I’d love to hear.

Still, I feel more confident in saying (1) there isn’t necessarily any magic in a .edu link, and that (2) a great backlinks profile is more than the sum of its parts.

Think One .edu Link Will Move the SEO Needle?
Source: Local Visibility System

Do You Really Need to Clean up That Local Citation?

Do You Really Need to Clean up That Local Citation?

https://www.flickr.com/photos/donwest48/27214819893/

Local SEOs excel at nitpicking, trading in superstitions, and billing for busywork.  Nowhere is that more true than when it’s time to clean up local citations.

You’ve got dozens (or hundreds) of local listings online, and not all of them have the correct business info.  You’ve heard it’s important to have correct and consistent info on those listings.

Do you have to take the time to fix all of them – or do you need to pay someone else to?

No.  Not all local listings matter.  Having the cleanest listings doesn’t mean you’ll outrank anyone or get any more customers.

The danger of going overboard on your listings is that you feel burned-out after doing a bunch of work that doesn’t matter, and don’t have the time or the energy or the will to do the steps that do matter.

When should you bother to correct or to remove a business listing on a given site?  When you can answer NO to all of the following questions:

1. Do you see the listing on the first page of Google’s results when you search for your business by name?
If the incorrect or duplicate listing shows up for a brand-name search, fix it or remove it.

2.  Do you see the site on the first page of Google’s results for a search term you want to rank for?
Maybe your incorrect YellowPages listing (for example) doesn’t stick out like a sore thumb, but if YellowPages.com ranks for a local search term you care about, it’s worth bothering with your listing(s) there.

3.  Is it on InfoGroup, LocalEze, Acxiom, or Factual?
Google and other sites in the local-search ecosystem trust these four sites – known as “data aggregators” – as sources of accurate business info.  Make sure your listings there are accurate.

4.  Is it on a government site?
It’s likely that Google Maps and the data-aggregators (see point #3) trust the business info on government sites (e.g. State Secretary of State).  It may be a pain, but make sure your “official” record is accurate.

5.  Have you heard of the site?
If so, I’d fix it.  (Unless it’s Yahoo.  Yahoo is for the birds.)

6.  Do you have reviews on another listing on the site, or plan to ask for reviews on the site?
You don’t want customers to review the wrong listing.

7.  Has a customer ever seemed confused by info that’s on the listing?
Easily the best reason to fix or remove an incorrect listing.

8.  Is it clear that you can update the listing with relative ease, and for free?
If it’s controlled by Yext or otherwise requires you to pay to make any changes, I would say it’s not important to fix or to remove.

But let’s say it’s a free listing, and you can fix it or remove it easily if you want to.  Should you?  If it passes the other 7 tests I’ve described, I wouldn’t say you need to – at least not for citation-consistency purposes.  Do it if it’s just gnawing at you, and if fixing one won’t cause your OCD to flare up and compel you to fix 100 other rinky-dink listings.

Do you have a local listing you’re not sure whether to clean up?

Can you think of criteria for deciding when to bother with a listing vs. when to skip it?

Leave a comment!

Do You Really Need to Clean up That Local Citation?
Source: Local Visibility System

3rd Edition of Free Guide to Effective Local SEO

3rd Edition of Free Guide to Effective Local SEO

It’s been 3 years since I released the 2nd edition of my free guide to local SEO.

Much has changed in Google and in the rest of the local-search “ecosystem” since then.  Edition 2 still can help you, but it’s developed a casu marzu -like crust.

I’ve finally come out with the 3rd edition.  It’s the clearest guide to local-search success you can get.  It will help you whether you’re new to local SEO or have done it for years.

Whereas the 2nd edition was an evolution from the 1st (from 2011), the 3rd edition is a different beast.  Some differences:

  • It’s one page.  Down from 58 pages.  (There is also a page of notes – optional.)  It’s even easier to get through and to act on.  You’ll know right away where your local SEO effort is dragging.
  • I don’t make you slog through any detail you don’t need or want. The steps should be clear to you right on that single page, but I don’t know which steps you’ll need more vs. less help on.  That’s why I often refer to blog posts that provide detail on a specific step.  (I wrote 154 posts between the 2nd and 3rd editions.  You probably don’t want to read all of those.)
  • You get the resources my helpers and I use to help clients: my comprehensive site audit checklist, our citation-building worksheet, a list of doable link opportunities, and more.
  • My advice is 100% up-to-date. It takes into account Google updates like Pigeon (2014) and Possum (2016), the local citation sources that matter today, the review sites that matter today, and much more.
  • I plan to keep the free guide updated real-time. There may not be a 4th edition as such, but rather continual tune-ups to this edition, as local search continues to evolve.

Enough throat-clearing.  You can access the free guide right here:

 (If you’re reading this on mobile, you’re probably wondering where my opt-in form is.  Long story.  Just scroll down and click the link in the footer.)

Let me know how you like it!

3rd Edition of Free Guide to Effective Local SEO
Source: Local Visibility System

Distance to Business Now Showing in Google’s Local Knowledge Panel

Distance to Business Now Showing in Google’s Local Knowledge Panel

Google a business by name and you’ll see something new in the knowledge panel on the right: your distance to the business, from the number of miles, down to the number of feet if you’re real close.

I didn’t see this even earlier today.  The above screenshot is from desktop, but clearly it’s another “mobile-first” update.  It shows in the Google Maps app – and may have been showing there for some time – but does not show in the Google app.

Google has loaded up the knowledge panel continuously, with “critic reviews,” the return of “Reviews from the web,” and “Send directions to phone” having popped up just in 2016.  Google had been adding features to it before then, too, like “peak hours.”

Who knows where Google is headed with this?  I wouldn’t be surprised if “distance to business” went away for a while, and then got reincarnated as an AdWords extenstion.

This addition is many things, but if nothing else, it goes to show how much Google knows about you and your location.  Kinda unnerving.

What do you make of the “distance to business” addition?

Distance to Business Now Showing in Google’s Local Knowledge Panel
Source: Local Visibility System

Cancelled Moz Local: How Many Listings Still Stand?

Cancelled Moz Local: How Many Listings Still Stand?

https://www.flickr.com/photos/rinses/4794547760/

Moz Local is a great tool.  I use it for a number of my clients, and often suggest it to others.  Having correct listings on the “local” sites that matter is a crucial one-time step if you want to improve your local rankings.

No tool is a silver bullet to create or fix all your listings.  Moz Local is no exception.  But it can save you some time and heartache, because typically it takes care of a handful of important listings that can be a pain for you to create or fix manually.

It’s just $84/year, so you’re probably not itching to cancel it.

But what if you do cancel, for whatever reason?

What happens to your listings?  Do they just go poof?

No, based what I’ve observed.  It seems any Moz Local-created listings stick around for at least 90 days, and probably much longer. (I’ll update this when I see how much longer.)

That’s the short answer.  If all you want to know is whether you need to scramble to work on your citations immediately after cancelling Moz Local, you’ve got your answer.  No need to read on.

Or, if you want more detail, in a minute you can read about the micro-study I did on this.

Some context

As you may know, Moz Local creates and fixes listings programmatically.  People aren’t doing it for you.  Moz Local has an API relationship with the local directories and other sites in its network, which is what allows it to publish or fix your listings on those sites for you, and in some cases to remove duplicate or incorrect listings that you don’t want.

That’s also why Moz doesn’t make any promises that your listings will stay up if you cancel Moz Local.  You could have created free listings on the sites in Moz’s network if you wanted to, but you opted to save yourself at least a couple hours of hassle and pay $84/year (a good call in most cases, in my opinion).  What you’re paying for mainly is Moz’s partnership with the various “local” sites.  Moz still has to pay them even if you cancel.  In effect, you’ve chosen to license your listings.

Long way of saying that if you cancel Moz Local, Moz will “release” control your listings.  At that point it’s up to each individual site what to do with your listing(s) in its directory.

I wanted to see how that actually plays out, so I did a little experiment.

The story behind the experiment

I don’t often have occasion to cancel a Moz Local subscription.  It’s only been around since March of 2014.  When I set it up for a client (not all of them), typically the client is with me for many months or for years.  Sometimes I set it up in my Moz account, or sometimes in theirs, depending on their preference.

Anyway, 3 months ago I did have the rare occasion to cancel Moz Local.  I’d set it up for a client in August of 2015.  We worked together for a couple of months, until he went on a long hunting trip that made it tough to do some steps that required teamwork.  (I suppose I could have done the aimless busywork that most SEO companies bill for, and continued to bill the guy until it cut into his ammo fund.)

His business hadn’t been online at all before we started working together.  The paint was still drying on his site.  As part of our broader work on local SEO, my helpers and I did some manual citation-building for him – on the sites that matter that Moz Local can’t reach.  That happened at the same time we set up Moz Local.  He didn’t have any listings on the sites in Moz Local’s network.  When they went up, they went up because of Moz Local.

My client still had 11 months left on his Moz Local subscription.  When renewal approached, I asked if he wanted to keep it around.  Never heard back.  So I took note of how many of his Moz Local-controlled listings were up and running before I cancelled, and then I cancelled.

The experiment

The cancellation was on July 24 of 2016.  Here, you can see my spreadsheet on the status of the Moz Local-controlled listings a few minutes before I cancelled:

Those listings were the same as they’d been 10 months before.  Didn’t lose any or gain any that Moz Local couldn’t create or update (e.g. Factual).

I checked the listings again on August 23, 30 days after I cancelled.  No difference.

Checked ‘em again on September 22, about a month ago.  Still there.

90 days after cancellation, on October 22 (a couple days ago) I checked them again.

 

The listings that were up when I cancelled are still up 3 months after I cancelled.

Conclusions

There were and still are a couple stragglers that never did get squared away, but my point is nothing has changed: The listings didn’t disappear.  You sign up for Moz Local to have it take care of listings on PITA sites like Acxiom, LocalEze, and CitySearch.  In this case, those listings went live without problems, and didn’t go up in smoke once I cancelled.

Now, this was a micro-study on only one case.  I’d say it was a telling case, because the business didn’t have any listings on Moz Local-controlled sites before we signed up.  We started with a clean slate: no duplicate listings, or existing listings that Moz Local had to fix.  Pretty clear before-and-after picture.

Just the same, I’ll keep an eye on what happens to the listings from here, and I’d like to see the results of a similar mini-experiment on a business in a different situation.  There are a few things I still don’t know:

  • Will the same listings still be up a year from now?
  • Did our manual citation-building (on sites not in Moz’s network) in any way make Moz Local-partnered sites more likely to keep listings around after cancellation?
  • If you use Moz Local to suppress duplicate listings, do those listings just pop up once you’ve cancelled? (I’m confident they would, and it’s just a question of when).
  • Will the correct listings remain up for a business that had “messy” listings (incorrect and duplicate listings) before signing up?

Moz Local’s very good FAQ gives some insights into those questions, and I have some theories, but it’s always good to see how things play out in the real world.

No matter what, Moz Local (or any other tool) should be only a part of your strategy to get your local listings built and fixed.  You also need to work on other sites Moz Local doesn’t reach, as well as on “niche” citation sources.

Have you ever cancelled Moz Local?  If so, what happened to your listings?

Any cancellation-related questions I didn’t address?

Leave a comment!

Cancelled Moz Local: How Many Listings Still Stand?
Source: Local Visibility System

How Much Do You Know about Local Reviews? Take This Quiz

How Much Do You Know about Local Reviews? Take This Quiz

Like it or not, your business hinges on your reputation (or soon will).  Your online reviews are an ever-growing part of your reputation – and sometimes they’re one and the same.  But getting happy customers / clients / patients to speak up is hard.

There’s much more to it than just, “Run a good business and ask your customers.”  Those two things are essential, but they’ll only get you so far.  Whether your review strategy is pretty good or phenomenal depends on how well you know details, particularly the ins and outs of each review site that matters.

Even if you’ve done OK on reviews so far, you probably want to do even better.

Even if your business has done well so far with few or no reviews, you’ll need good reviews to bump it up a level.  Also, you don’t want to wait until you’re in a hole with negative reviews to get serious about getting the happy people to speak up.

How ready are you to start racking up the reviews? My 20-question quiz will tell you.

It’s tough, but doable.  It’s not trivia or history quiz.  All the questions focus on the real-life challenges you face as a business owner who works hard to win customers, works even harder to do a good job for them, and just wants more of them to speak up online. (It’s also relevant if you’re an SEO or other marketer and want to help your clients on reviews.)

Good luck!

What’s your score?

Any questions?  (Please don’t give away the answers.)

Leave a comment!

P.S.  Special thanks to Darren Shaw for his great feedback on the questions and answers.

How Much Do You Know about Local Reviews? Take This Quiz
Source: Local Visibility System

Template for Creating Knockout City-Page Content for Local SEO

Template for Creating Knockout City-Page Content for Local SEO

https://www.flickr.com/photos/46799485@N00/4470761409/

Most “city pages” stink more than a pig farmer’s overalls.  Even if they rank well, they usually don’t compel anyone to call.  The content is stuffed with the name of the city, but it’s boilerplate otherwise.  To would-be customers it’s just lip service from a company that seems desperate for business.

Every page is the same, except one targets “roofer Dallas,” and another is for “roofer Fort Worth,” and another goes after “roofer Plano,” and so on.

When that doesn’t work, that’s when business owners and SEOs decide to do even more of it.  They pump out even more awful city pages.  And again they wonder why the phone doesn’t ring more.

It doesn’t need to be that way.  If you’re willing to rub a few brain cells together and do a little work, city pages (or location pages) can be a super-effective way to reach customers – especially farther-away people who may not see your business in the local 3-pack / Google Maps results.

I’ve already written on how to create city pages that rank well and can drive leads.  You’ll want to read and absorb that post if you haven’t already.  You’ll know everything you need to create knockout city pages.

https://www.flickr.com/photos/theogeo/1118335116/

Except it’s still daunting.  Even if you know the right approach and will put in the work, exactly where do you start?  Do you just stare at the blank page?  If you’re building city pages for a client, how do you know if you have enough meat to make a hot dog?

That’s where my quick-start template comes in.  I’ve created a simple worksheet you can use to zero in on good, relevant, city-specific content you can put on your city pages, or a client’s.  (It’s a new-and-improved version of what I’ve used to help my clients.)

Here’s the spreadsheet on Google Drive:
(If you want a copy, download the spreadsheet.)

https://goo.gl/4ghvbn

Notes:

  1. If you (or your client) can’t answer “yes” to at least a few of the questions, city pages are probably a no-go at the moment. You’ll have nothing to say.  You’ll be the Dr. Phil of your local market.
  1. You can see real-life examples in column D of the spreadsheet.
  1. You still need to work long-term on earning relevant links. You do not necessarily need to get links to your city pages (though it’s great if you do).  But if your domain as a whole doesn’t have much link juice, even the best city page is less likely to rank well – especially if you’re in a competitive market.  The flipside if you’ve got some decent links to other pages – probably most of which point to the homepage – any city page you create is more likely to rank well and sooner.  You earn Google’s “trust.”
  1. Yes, copying and pasting your online reviews is fine – whether the reviews are from Google or from Yelp or (as far as I know) from other sites. Just don’t mark them up with Schema (or other structured-data markup) as a way to get those juicy “review stars” showing in the organic search results.
  1. If the spreadsheet isn’t your thing, you might prefer this great guide from Miriam Ellis.

Any local content-creation angles you’d add to the spreadsheet?

Any example of knockout city pages with thoughtful content?

Any other ways I can make the worksheet more useful?

Leave a comment!

Template for Creating Knockout City-Page Content for Local SEO
Source: Local Visibility System

Local SEO for State-Level Search Terms

Local SEO for State-Level Search Terms

A good local SEO effort gets you some visibility and customers in your city.  A great effort might get you phone calls from some adjoining cities, too.  But few local SEO campaigns result in new business from across an entire state.

Even rarer is for someone in this industry to write about state-level searches.  There’s this great piece by Mike Ramsey from 2010, but that’s about it.  I’d like to share what I’ve observed about how businesses can widen the net on their local-search visibility.

What’s a “state-level” local search term?

Any search term that contains the name of a state (or province).  It can be either fully written-out (e.g. “Texas”), or the two-letter abbreviation (e.g. “TX”).

“home inspector NJ”

“mortgage broker MA”

“Florida eyelid surgeon”

And so on.

It doesn’t matter whether the state name is at the beginning or end of the query (see above examples).

A “state-level” search doesn’t include a city.  If you search for “dentist Denver CO,” you’re telling Google that you want to see dentists in Denver.  Google doesn’t need to grab results from across the state (more on that in a second), so it typically handles that kind of query similarly to how it would handle a search for “dentist Denver” (without the “CO”).

Why would you try to rank for state terms?

1. Some people search statewide. Either they’re in an adorable little state (like Rhode Island), or they want to cast a wider net because they didn’t like what they found nearby.

2. Because of point #1, the quality of the search traffic might be surprisingly good (though lower). I suspect people who search on a state level are farther along in the research process than if they were still searching for whomever or whatever is closest.  So I suspect they’re more willing to drive.

3. Fewer competitors will think to try to rank for state-level terms.  They won’t know what hit ’em.

4. It beats trying to optimize your pages for 5 different cities you think you can target on one page, or by cranking out several separate pages.

5. It can supplement your city-level visibility. You’ll still probably rank in (and maybe around) your city, if you’ve put in the work..  Ranking statewide won’t somehow “water down” your relevance to your city.

How does Google handle state-level searches?

A state-level search may pull up Google’s local 3-pack, or it may not.

 

When it does pull up a map, Google often draws results from the big cities – usually from the biggest urban area in the state – but not always.  Sometimes you’ll see results from all over the state.  Why the variation?  Good question.  I haven’t figured out the rhyme or reason (yet?).

Google’s a little more predictable in how it handles search terms that strictly pull up organic results – that is, with no “local map.”  Usually, Google will show the sites or pages with the strongest link profiles or – for less-competitive search terms – the sites simply with the best (or spammiest) on-page optimization.

How do you rank for them?

First, some big-picture things that you may or may not be in your control, but that seem to affect your ability to rank for state terms:

1. Specialize in a niche, if you can. As I’ve written, it’s often easier to rank for specialized services, and perhaps even more so if you’re targeting a state when most people only think to target a city.  Also, in some ways it’s just smarter marketing (you’re not trying to be all things to all people).

2. Try it for services where people are willing to travel, or where they don’t have to travel, or where they don’t have to pay extra if you travel.  If you’re a plumber, customers won’t pay you to travel 100 miles to be a plumber.  But if you’re the only plumber in the state who specializes in repairing their high-end European-made tankless water heater that always seems to break – and they know that because you actually talked about it on your site – they might just put you up in the Ritz.

3. Be in geographically small state, or at least in one where most of the big population-centers are pretty close to each other. Think Maryland, New Jersey, or Massachusetts.

Mind you, I wouldn’t expect you to join me in the Massachusetts mayhem for minor local SEO considerations (though perhaps you would for my charm chahm).  It’s just that if you’re not in one of those major population centers, at least you’re not so far outside of them that Google has to stretch the map just to include you.

Now for the nuts n’ bolts.  Much of this is similar to the advice I’d give if you had no interest in state-level search terms.  But it’s especially germane to “state local SEO.”  Also, you’ll need to put a state-oriented twist on some of it.

4. Go for a granular site structure. Having, for example, an in-depth page on each specific service you offer is smart anyway.  But it’s extra-important if you’re trying to scoop up some visibility on the state level.  Why?  Because if a given page is focused on a highly specialized, “niche” service it’s more likely to rank without too much heartache.  Google and visitors usually prefer a clear focus over a “big happy family” -type page that lists 10 different services.  Combine that topical focus with a focus on the state – rather than on the city where all your competitors also try to rank – and you’ll have either some state-level rankings already, or you’ll be well on your way.

5. Rack up the good links – especially ones relevant to your area. Be on the prowl for links that are relevant to your state, like statewide industry associations you can join.  Of course, get some strictly “local” links (some ideas).  Keep in mind: Google will draw from a bigger pool of competitors, from across the state, to determine who should rank for state-level search terms.  Be the site that benefits from a Google that cherry-picks.

6. Consider your business name. That still matters more than it should. You’re probably not in a position to rename your business.  On the off-chance you are, consider making the state part of your official, legal business name.

7. Pile on the reviews – especially more Google reviews. If you’re going for state terms, reviews seem to matter even more than usual, at least in my observations.  The businesses that rank for state terms typically have more reviews than do businesses that rank well in one city or another.

Now, let’s assume that’s not simply because those businesses are better at all aspects of marketing, and that good rankings and lots of  reviews aren’t just two sides of the same coin.  To me, it makes sense intuitively that reviews would matter more than usual.  I suspect that when customers search state-wide, Google is even more clueless than usual as to what search results to show.  So Google would probably want to identify “the best,” and might rely even more than usual on factors like where reviewers live and what cities or regions they mention in their reviews, and probably a hundred other factors.  Again, just speculation.

8. Describe your service area in detail – on your homepage, on important landing pages, on “city pages,” and maybe on a main “Service Areas” page. Don’t just list cities and ZIPs.

9. Do not underestimate the humble title tag. The two-letter state abbreviation is a high-payoff element to include in there anyway.  But it’s a no-brainer if you’re specifically aiming for state terms.

10. Create free resources that anyone in the state would find useful – not only potential customers/clients/patients.

state-search-term5

Any luck in ranking for state-level search terms?

Any that you’ve worked toward but haven’t ranked for?

Tips?  Questions?

Leave a comment!

Local SEO for State-Level Search Terms
Source: Local Visibility System

Yelp Now Showing Review Summaries on Business Pages

Yelp Now Showing Review Summaries on Business Pages

If your business has more than about 10 Yelp reviews, Yelp now will try to summarize them in 2-3 sentence-long blurbs at the top of your page.

This appears to be new.  At least for Yelp.  Google’s been showing the same kinds of summaries for over 2 1/2 years.

Unlike with Google’s review-sentiment summaries, Yelp lets you see at least some of how the sausage is made.  If a specific keyword appears often enough in the (unfiltered) reviews, it will probably end up in a sentiment snippet.

Click on one of the blue hyperlinked keywords and you’ll see where in the reviews Yelp grabbed that word.  Similarly if you click on one of the gray “# reviews” links; Yelp will show you which specific reviews it bred together to beget the review-sentiment  lovechild.

Keywords in reviews have always seemed (in my experience) to help your local SEO in indirect ways.  They affect your reputation – or at least the “first impression” – in obvious ways.  Add another way.

I’m guessing Yelp rolled out these summaries as a way to make large bodies of reviews easier to digest for users of the mobile app.  In theory it may also be of minor use when you’re looking at a business with hundreds of reviews, though in a case like that I doubt Yelp’s summaries will satisfy most people.

I’m sure there’s also a monetization scheme stuck to the bottom of the other shoe.

When did you start noticing Yelp’s review summaries?

Why do you think they’re doing it?

Good thing or bad thing

Leave a comment!

Yelp Now Showing Review Summaries on Business Pages
Source: Local Visibility System

Review Strategy for Enterprise Local SEO: How Big Brands Can Survive the Reviews Revolution

Review Strategy for Enterprise Local SEO: How Big Brands Can Survive the Reviews Revolution

Last week I spoke at the Brandify Summit in LA.  Great event and great audience – full of people who run the local SEO for big companies (e.g. Wal-Mart, Disney, Walgreen’s).

I talked about how most big companies are awful at encouraging reviews, and how they can learn from the smartest small-to-medium businesses.  You can benefit from my review-strategy suggestions no matter how big or small your business is.  Here’s my slide deck:

Be sure to check out the further reading in my second-to-last slide (#47).

By the way, if you found that useful, you’ll love this post.

Any questions?

Any slides that weren’t clear?

Favorite strategy suggestions?

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Review Strategy for Enterprise Local SEO: How Big Brands Can Survive the Reviews Revolution
Source: Local Visibility System